What it takes to rebrand: a practical guide.

You might be a small company trying to sell more or to go a different way, you might be a big company wanting the same or perhaps you just want to rebuild your image after it’s been dented (i.e like BP after the oil disaster in the Gulf of Mexico). Alternatively you might just be in the rebranding industry, or trying to get into it, and are therefore curious about it. No matter what the reason for your interest in rebranding you will find an answer, or at least part of it, here.To begin with let’s start with a brief, and maybe simplistic, definition what branding is. Some might argue “brand is how people perceive you” or “a brand is not what you say it is, it is what they say it is”. Anyway, they mean pretty much the same thing. So, we can argue that REbranding is changing the “image” people have of you; this can be hard work but it is not impossible. Lets get started on how you might achieve this:

1) Do some “soul” searching: how can you change what people think of you/your Company when you do not even know who you are or where you want to go. If you think you know who you are, try a simple exercise: walk up to one of your employees and ask him/her what your company does. You may be surprised. Look at Linked-in. I have seen a company there where some employees say it is in the retail industry while others say it is in real estate and so on. My point here, is that if those closest to you (workwise) do not know who you are, or what your company is about, how on Earth can you expect your clients to?

2) Start from inside: once you have found your soul, it’s time to start acting towards your goal. Let’s start with a new campaign, website and so on, right? Well, not quite, BEFORE spending any money do the cheap stuff first. Talk to the people who will represent you everyday (your employees) and tell them how you feel and where you want to go. The message needs to be clear, loud and consistent. Most importantly make them part of the journey. You can only do it with them and make sure they know that. If your employees love the company you already have a free “walking advertisement” in place.

3) Keep the logo if you want to keep existing customers but also want to get some more: this might sound a bit odd, as logo is often the first thing that goes out of the window when it comes to rebranding. I understand it maybe because this is an easy way to say you are willing to have a new conversation with your customer BUT, if your customers are happy with the way you are, why change? Look at MacDonalds, a few years back it was all about fast food, now is about fast, healthy, food (with introduction with salads, less salt, responsibly sourced ingredients etc.) coffee, and even some “funky” stores. I remember a few years back MacDonalds was being scrutinised for causing obesity and that might be still the picture in your head. However, ask a teenager how they perceive MacDonalds and you might be surprised. By keeping the logo MacDonalds retained their existing customers, after all, people who love fast food will not stop eating it just because the Government says so, and also managed to get new customers with its new healthier image. So, now parents can take their kids to MacDonalds and eat a Big Mac while feeding their kids carrots . “I am lovin it!”.

4) It’s about you but let your customer think it is about them: we all know that, in the end, it is all about making money. However, if you can make money and on the way make your customers happy it will be a win-win situation. You cannot go for that by saying “I want to make money out of you” you have to start the conversation by saying “What can I do for you”. Basically people are selfish and only think about themselves, not about helping companies, so get real. To make money you have to start by “serving people” not by just telling them what you have for them; you need to demonstrate that you will deliver what they expect.

5) Keep your promise–whatever that might be. We all love honesty. So, whatever you do don’t try to deceive people as that may damage you and the image of your Company for good. If your promise is “organic” and you deliver “free range” I will be unhappy, if your promise is “helpful banking” and when I go to the branch your Staff are all unhelpful, I will be frustrated, if you promise me next day delivery and the goods turn up 2 days later I am going to be disappointed. On the other hand, if you promise me “budget airline” and your service is basic I am Ok with that, if you promise “outstanding quality and charge me a lot, I am Ok with that, if you promise me my goods will be delivered in 6-8 weeks and they are delivered during the 8th week, I can’t complain. Got the picture?

6) Change your image now and then: we all love change, so we like seeing improvements now and then. Revamp your website, your store, your uniform. This shows you are always improving/innovating which keeps us interested. For most businesses having the same website for 5 years, or failing to keep it up to date is not acceptable.

7) Keep sending your friends a message: customers should be like friends, and good friends give us a call now and then, so why not let your brand do the same. You shouldn’t just call your friends when you need them or want something, but call them to say you appreciate them. This means, every now and then you (or your brand) should just “show up”. Maybe by sending customers a card or newsletter, by having an ad on TV, a new campaign, anything really to remind your customers you’re still there (and still delivery what you promise). If branding/rebranding is about how people perceive you and they stop seeing your brand, it ceases to exist!

Grateful for your thoughts…..

Note: Thank you ALL from linkedIn branding 3.0 group for a great discussion that let to this article.

cadillac is my current favorite example of successful rebranding w/out a new identity. sure they refreshed it a bit. but 70 year old still recognized the shield and laurel and script. today’s core consumer knows it for performance and status. thanks!

Agreed, great article, Luci! I especially like point #2. Even a small sample of each stakeholder group (employees, customers, partners, distributors) can give you an idea if your brand is misaligned. If you ask 10 people in each group to state, in 10 words or less, what your brand stands for, then compare each group’s response and distill the most commonly used keywords in their statements, you can learn a lot. Is the most commonly used keyword in your tag line? From there, it’s just a matter of quantitative validation, message mapping (www.messagemapper.com), communications, and delivering on the promise (no biggie, right? ;).